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The Impact of Using Digital Technology in Measuring the Marketing Performance

In: Innovation in Sustainable Management and Entrepreneurship

Author

Listed:
  • Sebastian Bîrzu

    (“Gheorghe Asachi” Technical University)

Abstract

For a general understanding, digitalization has effects on almost all social and economic sectors. To this mega-trend, new topics become relevant, such as data security, data protection, cyber-crime, management in the digital age, training and further education, social media, and the sharing economy. The focus of this paper is on the impact of using digital technology in the measuring the marketing performance, describing it in terms of digitalization concept, which is a key factor for the Industry 4.0, followed by the classic methods of measuring the marketing performance compared with the digitalization in measuring the marketing performance.

Suggested Citation

  • Sebastian Bîrzu, 2020. "The Impact of Using Digital Technology in Measuring the Marketing Performance," Springer Proceedings in Business and Economics, in: Gabriela Prostean & Juan José Lavios Villahoz & Laura Brancu & Gyula Bakacsi (ed.), Innovation in Sustainable Management and Entrepreneurship, chapter 0, pages 53-61, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-44711-3_5
    DOI: 10.1007/978-3-030-44711-3_5
    as

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